To accompany the release of the new Downton Abbey movie, VisitBritain has launched a new marketing campaign promoting Britain around the world.

The release of the new film has provided VisitBritain – Britain’s national tourist agency – with a valuable opportunity to promote the country’s world renowned heritage, as well as local destinations, visitor attractions and experiences that visitors can only have in Britain, to an international audience of millions.

To celebrate the launch, VisitBritain has been running competitions across the globe including the US, Australia, Denmark, France, Norway and the Netherlands for fans to win Downton-themed trips to Britain. 

They are also promoting Downton inspired content across their social media channels to highlight travel to Britain, as well as working with international media on Downton-themed media trips.

Highclere Castle in Hampshire, where Downton Abbey is filmed

In the US, where VisitBritain has an official content partnership with the Downton Abbey film studio Focus Features, pre-film inspiration trailers are running in movie theatres as well as a promotional campaign, with sweepstakes and exclusive movie content to inspire people to travel to Britain. (See the video above, for example).

VisitBritain research shows that 42% of international travellers from California or the Tri-State area in the US are keen to visit Highclere Castle. Also, the UK’s castles and stately homes are a popular attraction for overseas visitors, with 28% of all trips including a visit to a castle or historic house. 

Films and TV are powerful motivators for travel with almost a third of potential visitors to the UK wanting to visit places seen-on-screen. Regional filming locations allows for the promotion of the whole of the UK and not just the obvious hot spots.

The success of British period TV drama and adaptations of classic novels has delivered a real boost to visitor numbers, including to buildings used as filming locations and showcasing less explored regions.

Janet Redler, Chief Executive of Janet Redler Travel & Tourism, said: “The launch of the Downtown Abbey movie has led to a surge in interest in the history and heritage of Britain. Movies such as this provide the perfect opportunity to show off our beautiful countryside, stately homes and historic attractions, and we look forward to welcoming many more visitors to the world of the Crawley family.”

If you or your group would like to enjoy a tailor-made Downton Abbey themed tour of the UK, please do contact our friendly team today. Alternatively, you may like to enjoy a location tour for one of the many other movies or TV programmes filmed in this country.